For a business, learning to spend money is sometimes more important than making money.

After nearly 20 days, China Merchants Bank Nanyue Branch finally approved the loan of 500 million yuan applied for by Polestar Electronics and gave interest discounts to high-tech enterprises, and Polestar's cash flow was abundant again.

Counting Polestar's own financial accumulation, after paying the actual amount of 310 million yuan for the acquisition of Panda Mobile, the disposable cash on the account once again reached more than 400 million yuan.

Xia Yu was not ambiguous, and soon "squandered" the money by dividing it by two!

Didn't the North American real yàn room shout that there was a shortage of money, and then call 10 million US dollars to go over; the 100 million yuan that Hua Yongqing had to expand the channel was also in place in time; plus the 80 million Antarctic Star A100 yuan spare parts allocated to his uncle Xia Mingde, he was ready to use the next 100 million yuan to spread out the market.

Of course, such a large market cost, comprehensive strategic planning is a must, professional advertising system, publishing, channel planning, etc. are indispensable.

It's quite a systems project.

In the past, Polestar's advertising was mainly direct investment, and when K2 was a simple cooperation between guò and Xingru, an advertising agency was found to be responsible, and with the popularity of "Avenue of Stars" and "Eighteen-Year-Old Sky", the effect was quite good.

However, if it is a large-scale advertising plan, it will still have to be determined through a wider and more formal bidding meeting.

Fortunately, since half a month ago, Luo Dong has led a group of people to start planning this matter. It was also at that time that Xia Yu gritted his teeth and set the general direction of 100 million yuan in market expenses for 3 months.

With this confidence, Luo Dong sent bidding invitations to more than 60 advertising companies across the country as early as possible, covering large-scale comprehensive advertising companies and various vertical companies with strong subdivision advantages.

A budget of 100 million!

According to the industry rules, the cost of the advertising plan and the agency fee will also exceed 5 million, and it is still a short-term contract, which is enough to make them tempted.

……

On the morning of April 3, the day before the official launch of the Antarctic A100. Polestar's first advertising proposal bidding meeting was held in Yangcheng secretly.

Previously, Luo Dong had already planned the basic plan and goal of 100 million yuan in accordance with the preliminary budget allocation plan. Among them, the largest 50 million will only be invested in TV commercials, 20 million will be in print and online media, and the last 30 million will be allocated to other marketing activities.

Most of the advertising agencies' plans follow this.

Because of the tight time, after two rounds of screening, the marketing department finally had a part left, and Xia Yu needed to personally at most, and only the representatives of these advertising companies who were left behind to participate in the bidding meeting were notified.

Xia Yu was busy guiding the plan of the press conference. It was not until this morning that I had time to take a closer look.

As an industry insider, Zhang Ru was invited by Xia Yu to come over as a consultant.

There is no way, no matter how embarrassing it is, but the business still has to be done, Xia Yu couldn't find a reliable friend to help him for a while. Fortunately, neither Zhang Ru nor Meng Jing, who came with her, mentioned the "accident" that day.

As for Xia Yu himself, it's better to be thick-skinned!

Early this morning, a small VIP room at the Four Seasons InterContinental Hotel. Luo Dong and the others were worried about all kinds of market plans piled up on a whole desk. As soon as he saw Xia Yu come in with two beauties, he immediately said with a bitter face: "Mr. Xia, we are so busy, you are still so leisurely......"

"!" Xia Yu scolded with a smile.

Of course, Luo Dong knew Zhang Ru. I had communicated with each other when I was cooperating with Polaris S1's endorsement advertising before. He smiled and said, "Mr. Zhang, come and help, I'm dying of sorrow." ”

Zhang Ru came for this, and after glancing at Xia Yu, he said, "I heard Xia Yu say." You've completed your initial screening. What exactly is going on?"

Luo Dong was amnesty, and said busily: "There are a total of 38 advertising companies that provide a full set of plans, and if you count them separately, there are almost hundreds. After removing the unreliable ones in all aspects, there are still ten left, and it is difficult to choose. ”

"It's all above the level?"

"Well, I think so. ”

Zhang Ru took out one copy at random, Ogilvy, and another one, Weida's ......

She couldn't help but complain to Xia Yu: "These are all big names in the industry, or are they the objects of our study, I'm afraid I can't help you......"

Xia Yu also flipped through these plans, he shook his head and said: "The quality of the plans of these 4A advertising companies is really good, very atmospheric and cool, but not exactly what I want." I have ideas in this regard, and you can help you evaluate whether their quotation is reasonable and whether the expected effect of implementation is appropriate. ”

Zhang Ru nodded: "Oh, that's okay." Do you want to read more than a dozen of them?"

Xia Yu smiled: "Let's go through it first, let's screen it together." ”

Soon, Zhang Ru and Meng Jing saw Xia Yu's unique way of working.

Every time he reads a plan, he spends no more than three minutes, scanning and jotting down some keywords with a pen at random, and then throwing them aside......

There are a total of ten final plans, and Xia Yu read them all in less than half an hour!

Just when they thought that Xia Yu was just scanning it at random, Xia Yu took out a blank piece of paper again, sketched out a table with a few strokes, listed them one by one according to the main factors such as creativity, feasibility, budget, and effect evaluation, and then scored the ten company plans they had just seen one by one.

Of course, the budget there is empty.

He looked up at Zhang Ru: "Come, please fill in the trouble, just according to whether their budget is reasonable." ”

"That's it?"

"Time is tight, let's press this first, I have the bottom in my heart. ”

……

In fact, for many advertising companies, Polestar Electronics, which has always been on the cusp of public opinion, is still difficult to enter the list of major customers. Not to mention that the previous MP3 market was still niche after all, their own market planning ability alone has impressed many veterans of advertising and public relations companies.

Often, the money of such savvy clients is not easy to make.

So much so that they were both puzzled and curious about Polestar's throwing out such a big order of 100 million yuan.

No matter what new model is launched, with Polestar's current influence in the MP3 market, is it necessary for them to spend so much money on advertising?

It wasn't until they signed a non-disclosure agreement and got a new product introduction from Polestar in advance to make an advertising plan that everyone suddenly understood.

It turned out to be to enter the mobile phone market.

Although such a large stroke is still rare, it is understandable.

This time. The advertising companies that were originally going to let the director-level participate in the meeting were all replaced by vice presidents of business, and there were also president-level direct participants. All kinds of program planning have also been improved and refined with excellence.

This is just the beginning, who knows if there will be all kinds of long-term big orders?

……

"That's it!"

In the VIP room, Xia Yu finally selected the preliminary plan, and said to the two women who were extremely surprised: "Well, I do have my own ideas, so I chose it quickly, let's go, follow me to meet these advertising industry leaders!"

The tender was not very formal. The conference room was not big, and after Xia Yu came in, the scene quieted down.

It's time for the big day!

Later, he walked to the front, glanced at the confident crowd, and said directly: "Welcome to the advertising bidding meeting of Polestar Electronics, the time is very simple to prepare, please bear with me." ”

"You're all big names in advertising, and the advertising solutions provided to Polestar are great, and I chose and chose. It's still hard to choose......"

Just when everyone thought that Xia Yu was polite and was about to start the bidding, they heard Xia Yu say again: "So, I'll tell everyone first." There are six companies that have great proposals, and you are welcome to become a partner of Polestar!"

Yes?

Do you want to cooperate to do it? I didn't say it before......

Without waiting for everyone to ask the voice of doubt, Xia Yu smiled and said: "Don't worry, let me first talk about the general direction of Polestar's advertising campaign." Ladies and gentlemen, will have their comments. ”

"Polestar Electronics has a budget of 100 million this time, and we plan to do this.

"First, 10 top media outlets. Launch user spokespersons in 100 cities across the country, with a bonus of 100,000 yuan per person -- I think the idea of Publicis advertising is good, but the 10 city plans proposed by the threesome are similar, how about the two of you implement it together?

"Second, 100,000 yuan to solicit the South Pole Star mobile phone mascot, this idea is very good, but I think 100,000 yuan is a bit less, just 1 million, Mr. Xu of the Provincial Guangzhou Company, please bother with this. ”

"In addition, there is the advertising system and the delivery part, this part of everyone's plan has its own highlights, and the advantages of each are also different, the best of the best, we finally decided to choose the comprehensive plan of Ogilvy and Fengxing, focusing on major TV stations and mainstream media, congratulations. ”

This is already five, and there is the last TV advertising project, which is the final one, and everyone is holding their breath.

Xia Yu smiled: "As for the advertising system, I would like to finally congratulate Liuying Advertising Company, your creativity is great, I like ...... very much."

As soon as these words came out, many people were stunned.

I've never heard of this liuying advertisement!

There are only ten advertising companies invited to participate in the investment promotion this time, most of them are large companies, most of them are acquaintances with each other, not only on one or two projects, for Polestar Electronics's order this time, everyone is bound to win.

Suddenly this small company appeared, many people were immediately unconvinced, and some people couldn't help but shout on the spot: "Mr. Xia, what kind of idea is it, can you tell us?"

Xia Yu shook his head: "I'm sorry, I think everyone knows the rules of the industry better than me!"

The bidding meeting ended quickly, and the result was naturally that some people were happy and some were sad, and the happiest of them was, of course, the representative of Liuying Advertising Company.

But Xia Yu felt that their plan was indeed very suitable for the positioning and style of A100, and at noon that day, he also had dinner with the vice president of Liuying Advertising to discuss more details of cooperation.

In the afternoon, as a warm-up to the next day's launch, a press release for Polestar's new product promotion plan came out.

10 media and 100 cities auditioned for the spokesperson, each rewarded 100,000 yuan in cash, and at the same time 1 million yuan to solicit NJStar mobile phone mascot proposals, and a total cost of 100 million yuan - this "Five One Plan" that later left a reputation in the market communication industry was born.

Such a big deal immediately shocked people inside and outside the industry, and also made everyone look forward to the next day's Polestar mobile phone launch event. (To be continued......)

PS: Chapter 1...... Hey, I haven't figured out the plot of the press conference yet, so let's put this plan out first, and then think about it slowly......